THE ARCHETYPE AND POLITICAL BRANDING: CULTURAL BACKGROUND IN PERSUASION
THE ARCHETYPE AND POLITICAL BRANDING: CULTURAL BACKGROUND IN PERSUASION

Summary/Abstract: The political brand became a crucial concept in the science of political communication and the field of politicalPR. For a bette positioning on the political arena, the political image has to become a genuine political brand. The political brand is a socio-political and cultural brand. That is why there is a direct link between the nationalarchetypes and the political brand. A simple definition of the political brand states that it is represented by thetotality of signs and personality features which mass-media refers to in the political audience towards a personconstantly engaged in political activities. In fact, the political image brand is a simple synthesis, an imagecomposed of two-three major features which have the role to position a political personality in the mind ofvoters once for all. The most common political brands are the heads of states. The present study analyzes theway Mircea Snegur, the president of the Republic of Moldova, became the parent of the nation, how thecommunist Voronin acquired the image of the rescuer during his office and euro-communist – at the end of hisoffice by promoting an anti-Romanian rhetoric. In Romania, Ceausescu considered himself a national shepherd, Constantinescu - the president of procrastination and Basescu – the playful president.

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